Customer Relationship Management
Customer Satisfaction Improvement System
KDDI will enhance engagement with customers and, centered on a high-quality communications infrastructure, further expand finance and energy as well as value-added domains, such as mobility, sports entertainment, Web3 metaverse, healthcare, and space, thereby promoting initiatives for the future that lead to sustainable growth in society through our business. We will stand by our customers and offer a customer experience (CX) that exceeds their expectations.
To that end, as a fundamental approach, we thoroughly refine every customer touchpoint, such as communications and voice quality, retail stores, customer centers, various apps, products, websites, and pricing and services. We work to further improve the precision and speed of these efforts at CX promotion meetings attended by executives.
Our guiding principles are the many evaluations, criticisms, and comments we receive from customers about KDDI. We sincerely incorporate this feedback into our operations and run a cycle in which we give back by delivering greater value to our customers.
Collecting Customer Feedback
We sincerely listen to valuable customer feedback and immediately translate it into action to continuously refine our services and quality. Based on their opinions and demands, we analyze and identify problems using the internal system that is updated daily. When prompt decision making is required, management executives and representatives of related divisions meet and discuss how to solve problems throughout the company. In order to share customer feedback with the whole company, we also have an intranet all employees can access and see their comments (excluding their personal information).
Framework for Collection of Customer Feedback
Furthermore, we deliver our thoughts on customer feedback and examples of service improvements through the 'Improvement Activities from Customer Feedback (Action! - Getting Closer to Our Customers -)' website to our customers.
Initiatives for Customer Satisfaction
Visualization and Improvement of Customer Satisfaction in au/UQ Sales Channels
In response to diversified customer needs, KDDI confirms customer satisfaction with the service received at the au Shops through post-usage surveys. We developed a system that enables us to confirm the survey results on the following day of the survey at the earliest.
We will work hard to improve store-front customer satisfaction and customer experience in the au sales channels throughout Japan based on survey results.
This initiative is inviting more people to choose au and UQ.
Multilingual Support Initiatives
Services are available in multiple languages at au Style shops and au Shops.
Available languages: 16 in total
(English, Chinese, Portuguese, Korean, Vietnamese, Tagalog, Spanish, French, Thai, Nepalese, Hindi, Russian, Indonesian, Burmese, Malay and Ukrainian)
- *Depending on each au Shop, the available languages for assistance may vary.
- *Advance reservation may be required depending on the language.
Other Initiatives
| Initiative | Details |
|---|---|
| au smartphone classes, online smartphone usage courses | We provide video tutorials that explain how to perform the initial setup, basic operations of smartphones, and practical app usage. |
| au Smart Support | We offer a membership-based support service offering tailored support for customers using smartphones |
Initiatives for Corporate Customer Satisfaction
KDDI supports the digital transformation of its corporate customers by leveraging technologies such as 5G and IoT, and by collaborating with partner companies. We also provide one-stop services and solutions that contribute to customers' businesses on a global scale. We will continue to offer new experiential value to our customers while contributing to the creation of a resilient future society that supports Japan's economic development and addresses social issues.
Reflecting Customer Feedback
Under a policy of solving our customers' management challenges, KDDI BUSINESS engages seriously with customer feedback, with not only sales staff and SEs, but also planning, development, clerical, and administrative staff, as well as the management team, working together as one. By collaborating with Group companies worldwide and collecting and analyzing customer feedback both in Japan and overseas, we strive to improve our products and services and enhance their quality.
For issues that need to be addressed company-wide, we discuss them at meetings attended by division heads and work on cross-divisional improvements.
We share actual customer feedback and the improvement activities undertaken by each division in response to this feedback with our customers through our website on initiatives to improve customer satisfaction.
KUG: KDDI Enterprise Users' Group
KDDI Enterprise Users' Group (KUG) is an organization operated by our corporate customers. In KUG, which KDDI supports as the organizer, members from various industries gather and hold seminars, observation tours and workshops in order to interact, study and cultivate friendships.
These activities also provide opportunities for KDDI to collect opinions and feedback from members to improve services and develop new products.
Through exclusive observation tours and seminars, KUG aims to accelerate the communication between its members and KDDI.
Customer Satisfaction Survey
Evaluation of Services for Individual Customers
We provide a variety of services, including au, UQ, and povo, and strive daily to improve customer satisfaction.
Since its launch in 2021, povo has been well received for its wide range of topping options that allow customers to choose the data volume and validity period to suit their lifestyles, with a basic fee of 0 yen. It has maintained high ratings in the customer satisfaction survey for fiscal 2025 conducted by the Japan Productivity Center*1.
To maintain these ratings, we aim each year to achieve a target score of 70.0 points or higher.
| FY2021 | FY2022 | FY2023 | FY2024 | FY2025 | |
|---|---|---|---|---|---|
| povo | - | 70.6 | 74.5 | 76.8 | 77.0 |
- *1Japanese Customer Satisfaction Index (JCSI) survey
(Number of respondents, survey period)
FY2022: 24,755, July 7-August 1, 2022
FY2023: 26,187, May 17-May 25, 2023
FY2024: 26,319, May 15-May 28, 2024
FY2025: 21,804, April 2-April 14, 2025
Survey method: All surveys were conducted online.